Showmen's Trade Review (Jan-Mar 1947)

SHOWMEN'S TRADE REVIEW, February I, 1947 E-3 Every Theatre Should Have Perfect Sound — And Even The Smallest Can Top Quality Essential and Practicable for the Most Limited Budgets; NOW Is The Time To Make Needed Improvements The unanimous opinion of all the Council members participating in this month's meeting is that even theatres operating on a limited budget should give their patrons the very best in sound quality — and more than two thirds of the participants are convinced that equipment for doing so is available right now. Today, moreover, is the right time to make needed improvements in theatre sound, in the opinion of the greater number. A strong majority further held that no improvement in sound need be expected for the near future that would justify any delay in making needed replacements or undertaking any needed modernization. Installation of voltage regulators wherever the power voltage varies by more than plus or minus three per cent was unanimously favored, with a strong vote for the automatic type of regulator rather than the kind that is manually adjusted and needs attention. Use of hearing aids for patrons with aural difficulties was endorsed by the majority. Manufacturers, Attention! Among improvements the members would like to see incorporated in sound equipment in the future, the control track for automatic volume control was most popular. Stereophonic sound — the source of which seems to shift position as the players move across the screen; complete dual channel equipment with duplicate items for every component that can break down; better sound quality; construction more favorable to ease of servicing, and built-in voltage regulators all received a scattering of votes. These equipment improvements, wanted by the men who do the buying for many thousands of the country's theatres, are reviewed in greater detail further on in this article. The lightness of the vote for better quality may possibly mean that in the view of these experts the best of present-day sound can be considered very good indeed. \o Compromise on Quality Even theatres with very limited budgets should not compromise on sound quality, nor is it necessary. The first statement was unanimously approved, the second almost unanimously. "After all! — what are we selling?" "How can there by any question? The theatre has nothing more important to sell." "The small theatre sells no entertainment except the picture, with sound. What it does have to sell should be the best." "Top quality is desirable — to offer anything less is to misrepresent the sale to the customer." COL. FRANK CAHILL Warner Brothers Circuit G. CUTHBERT Famous Players Canadian C. A. DENTELBECK Famous Players Canadian HARRY J. GLENN Wm. K. Jenkins Theatres IRL GORDON Skirball Brothers Theatres CHARLES HORSTMANN RKO Theatres A. C. INCE Griffith Theatres LESTER ISAAC Loew's Incorporated /. F. JACOBSEN Balaban and Katz Corp. NATHANIEL LAPK1N Fabian Theatres HARRY RUBIN Paramount Pictures LEONARD SATZ Century Circuit /. C. SKINNER Interstate Circuit "We believe in top quality in all houses regardless of policy. The customer is paying for picture and sound." Two members believe that top quality equipment priced within reach of limited budget theatres is not available at the present, a third thinks that deliveries of such equipment are still somewhat slow — the majority participating are convinced that no such obstacles exist any longer. "Sound equipment lasts ten to fifteen years, so that the very best will cost the average small house only about two dollars a week. Any theatre that can't afford that, ought to close down." Improve Sound Now Right now, in the view of the majority, is the time to make any replacements or improvements needed to bring sound quality up to top 1947 standards. Only one participating member dissented flatly, suggesting at least a year's delay. A second preferred to "hold everything" until the future of theatre television is clearer, and then re-equip the projection room completely. These members constituted a scattered minority. "Leaner years must be expected — there will be economy drives — better get projection and sound in top shape now when every theatre can afford it." "We are replacing obsolete equipment now." "Yes. Now is a good time to do it." "The sooner the better." "For six years it was not possible to get good parts. Repairs were made with any parts or labor that could be had. Equipment can't be expected to last indefinitely. Right now is the time." Two members, however, although favoring immediate action toward putting any needed improvements into the theatre, noted that deliveries are still not as prompt as they might be. Modernize or Replace? Should imperfect sound installations be replaced entirely, or is it preferable to modernize and improve them? ... It all depends. "Replace anything older than 1938." "Total replacement if the system is obsolete— otherwise a complete servicing job." "Total replacement is preferable. The increased frequency range and power of the newer amplifiers are needed for good results with the new multi-cellular split speakers." "Total replacement." "It depends — don't throw out late model, (Continued on Page E-20)